Launch of the winter season

On November 9, TCE brought together its members from each of our nine county regional municipalities (MRCs) to launch the winter offerings and discuss the tourism promotion strategies for the coming season. Different target markets were also outlined at the gathering, as well as future projects.

“TCE members are key players in showcasing our destination and their knowledge of the region adds value to the visitor experience,” explains Isabelle Charlebois, general manager of Tourisme Cantons-de-l'Est (Tourism Eastern Townships).

“Our goal is to encourage visitors to stay longer in the Townships and it's important that our members are brought up to speed with what's happening in and around the region – particularly when it comes to the variety and choice of activities.”

 

Promotion strategies

TCE is investing more than $430,000 as part of a renewed marketing campaign. (It runs from November 6, 2023 to February 25, 2024.) The campaign is also promoting skiing, in the Quebec markets and outside the province (Ontario and New England). The “Close to you. Far from ordinaire” promotion, launched in partnership with a number of our MRCs, highlights the beauty of the landscapes and the variety of activities offered during the festive season and throughout the winter. To watch the videos, click here.

The region is also a popular venue for media coverage and no doubt, this will be the case again this winter. In addition to the ad campaigns, the TCE team will run media tours for journalists and content creators who  will be able to spread the word to their followers!

 

What's new in the Eastern Townships

More than 70 new (or upgraded) tourism attractions and activities are on offer in our nine MRCs this winter.

Some examples:

• The ski centres at Bromont, Owl's Head, Sutton and Orford have all upgraded their infrastructure, offering skiers and snowboarders even better trail conditions than before.

 

• The Station touristique Baie-des-Sables in Lac Megantic has created 1.2-km alpine hiking trail.

 

• Mi-Clos is a cluster of geodesic domes near Orford National Park. They can be rented by tourists who will enjoy staying in unusual accommodations!  

 

• The Bora Boréal rental chalets in Bury are also somewhat unusual. In the summer they float on the water, while in winter they are anchored on ice!

 

• The BALNEA spa in Bromont has a new hot infinity whirlpool bath with a view of the lake and the Appalachians.

 

• A new distillery has opened in Sherbrooke -  Distillerie McManamy. Its innovative spirits include Masachaï gin and Sweetchaï liqueur, which are blended with chai spices.

 

• Building on its popularity last year, the Tournée des alcools has designed a second route, in and around Granby. La Tournée de la Prohibition (the Prohibition Tour) includes stopovers at Absintherie des Cantons, Cidrerie Autour de la pomme and Miel Fontaine.

 

• The Parc de la Gorge de Coaticook is offering a new winter program - Février jouez dehors et Mars, on relâche. Activities and fun for the entire family!

 

• The Grand Prix Ski-Doo de Valcourt – a must for snowmobile enthusiasts – runs from February 9 to 11, 2024 and for the first time, the Amsoil Championship Snocross (an American competition) will take place in Canada.

 

...to name just a few!

The detailed list of what's new this winter, is attached to this email.

 

A 5th season for L'EST GO - Ski 4 mountains and save!

Our L'EST GO car is back for a 5th season! Skiers will once again be able to purchase tickets at a reduced price (up to 34% on day tickets) at our four major ski centres – Owl's Head, Mont Orford, Bromont, montagne d'experiences and Mont SUTTON. State-of-the-art technology reads the card, allowing skiers to head straight for the slopes (after the first visit) without checking in at the reception area.

 

A desirable destination

Quite apart from the new activities and attractions, the Eastern Townships has long been one of Quebec's most sought-after winter destinations! It boasts no fewer than six ski resorts (including four major ones, located within less than an hour's drive of one another), four national parks, numerous outdoor centres, more than 1,000 kilometres of cross-country ski trails, 275 hiking and snowshoe trails (totalling 1,000 kilometres) and 150 kilometres of trails for fatbikes. There are endless opportunities to enjoy tubing, skating and a variety of other outdoor activities.

A year-round destination, the region ranks among the top five for winter activities in the province of Quebec.

 

Some key facts :

• 1st region with the most winter hiking venues in Quebec with just over 10% of the total number in the province, ahead of the Laurentians and Lanaudière;
• 2nd region in terms of the number and the total length of trails;
• 2nd largest tourist region in terms of ski days (after the Laurentians) accounting for 22.5% (1.5 million) of ski days in Quebec, during the 2022-2023 season;
• 3rd region in terms of the number of areas to practice cross-country skiing.

 

About Tourism Eastern Townships

Tourisme Cantons-de-l'Est (Tourism Eastern Townships) is one of 21 tourism associations (ATRs) in Quebec and the official representative of Quebec's Ministry of Tourism in the Eastern Townships. Since 1978, the TCE's mission has been to promote tourism development, marketing the region within Quebec and internationally. TCE brings together more than 600 members representing more than 1,000 tourism offerings throughout the 9 regional county municipalities (MRCs) and in all sectors of the tourism industry: accommodation, restaurants, attractions, activities and events.

The Eastern Townships is the fourth most popular tourist destination in Quebec. The region attracts some 10 million visitors every year, accounting for 6.5 million overnight stays and a tourism spend of more than $900 million annually. The tourism sector is also the region's fourth largest employer, accounting for 18,000 jobs.

 

Source :             Shanny Hallé

Media relations

Tourism Eastern Townships

Tel: (819) 821-1220 | Email: shalle@atrce.com